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HOW TRAVEL BRANDS UTILIZE WECHAT NOW AND IN THE FUTURE
SPEAKER: DAVE RUMSEY, ASAP+ [email protected]
A ROUGH ROAD TO RECOVERY
Global air traffic will not return to pre-coronavirus levels until at
least 2024, according to the International Air Transport
Association (IATA)
Source: International Air Transport Association (IATA)
A CHALLENGING TIME BUT SOME POSITIVE INDICATORS ON THE HORIZON
China Eastern Airlines’) 3,322 yuan “Fly as you wish” deal, launched in June
China Eastern has sold over
100,000 passes
Source: China Eastern, CTRIP, TRIP.COM
After the resumption of tour package sales, Ctrip
search volumes for holidays, hotels and flights all shot up, with domestic
travelSearches spiked by
500%.
Trip.com Group's report showed that over 4,000
travel agencies have launched domestic
travel products on its platform.
SAFETY A KEY FOCUS FOR AIRLINE AND HOTELS – KEY BRAND MESSAGING
AccorALLSAFEConcept
Emirates Covid-19 guarantee
IS THERE PENT UP DEMAND FOR TRAVEL –TRAVEL TO HAINAN
12,583 flights were made through Sanya phoenix airport in July
Source: Sanya Daily Hainan air traffic 2020
Haikou Meilan airport record its highest passenger numbers, 300, 000 passengers in the 3rd week of July
– breaking pre-pandemic records, Averaging 300 flights a day
CONTINUOUS COMMUNICATION IS CRUCIAL
During the covid-19 lockdown Chinese consumers paid extra attention to brand communications and this has continued after the lifting of restrictions
In the first seven months of 2020, China’s online retail sales reached
6,078.5 billion yuan (US$876 billion), an increase of 9.0% year-on-year
The online retail sales of physical goods amounted to 5,101.8 billion
yuan, an increase of 15.7%, accounting for 25.0% of the total retail sales of
social consumer goods.
Frequency of watching shopping-related live streaming among respondents in China during
the first half of 2020
Source: China Internet watch 2020
WECHAT - THE TRUE ‘LIFESTYLE PLATFORM’ IS THE STANDOUT PLATFORM TO ENGAGE
82 mins spent per day
57 mins spent per day
88 mins spent per day
31 mins spent per day
Source: Newrank & Guose securities private traffic report March 2020
FROM WECHAT 1.0 TO WECHAT 2.0
Refocuscontent
Revamp Menu structure
ImproveFunctionally
DevelopSales Channel
KEEP THEM DREAMING AND BE ASPIRATIONAL
Crafting an inspirational message which
encourages Chinese travelers to dream of a future that welcomes
them
LEVERAGE WECHAT’S CHANNELS
WeChat Channels function offers brands the opportunity to
present dynamic content that is also able to be discovered
organically
RESHAPE THE WECHAT MENU BAR EXPERIENCE
Limited menu functions
No menuset-up
Germany Tourism Turkey Tourism
Comprehensive menu with creative and playful language
• Menu 1: 约么？Book? Recent events and seasonal festivals
• Menu 2: 寻么？Inspire? Inspirational content highlighting Japan’s key offerings
• Menu 3: 走么？Go? Service content, such as visa directions, APP link and more
Japan Travel Bureau
Lead users to their desired content in an
engaging mannerLeveraging WeChat
menu keywords
Provides a shopping related article
Keyword:Shopping
Keywork:Cuisine
Offers a link to restaurant content
Prompt asking users to enter keywords to receive more information
AUTO RESPONSE AND CHATBOT
Consider an AI driven Chatbot integration
OPTIMISE WECHAT SEARCH
Optimizing WeChat search can help your
target Chinese traveler find your brand related
content quickly
OPTIMISE YOUR WECHAT BRANDZONE
Your WechatBrandzone should consolidate your
brands WeChat activity to give access to all of
your brands key communication touch
points ex. official account, mini program and brand introduction
Leverage WeChat mini programs to enhance the user experience and
provide real utility for your destination.
Consider an in-destination Travel concierge mini program that provides:
• Destination information
• In-store registration• Hotel booking • Attraction booking• Travel guides• AI assistant
USE A WECHAT MINI-PROGRAM
Utilize a SOCIAL SCRM tool and better
understand your audience and their
behaviors
Make sure your Social SCRM tool provides:
• Audience segmentation
• Behavior tracking via Tagging
• Segmented content pushes
• Deeper audience insights
• Better advertising effectiveness
Gabrielle YaoShe is a female follower who followed our official account 8 weeks ago, she’s an office lady who’s super stylish and cool, always on the edge of fashion, she loves classical music and goes to the concert on monthly basis.
Female
Shanghai
Office Lady
Fashion
Live Music
Classical
EVALUATE AND IMPLEMENT A SOCIAL CRM TOOL
Setting up a cross-border ecommerce
mini-program can give Chinese
travelers' an avenue to shop while still
being at home
An Ecommerce Mini-program should provide:
• An integrated customer delivery, payments and cross-border settlement function
• Enable your brand to generate interest with flash sales – purchase in advance of the next trip
• Convert buyers into long term fans
CONSIDER THE USE OF A CROSS-BORDER MINI-PROGRAM
THERE ARE MANY CHALLENGES FOR BRANDS AT THIS TIME BUT ALSO MANY OPPORTUNITIES
Stay top of mind
Revamp current communication
Improve the digital experience
